LONDON, March 3, 2014 /PRNewswire/ --
Baltic media market will benefit from new technology, increased panel size and enhanced processing systems to ensure future-proof audience measurement
TNS Baltic, part of the Kantar Media network and the leader in market research in the Baltic countries has announced a series of plans to enhance the existing Television Audience Measurement services in Estonia, Latvia and Lithuania over the next four years.
The move follows Kantar Media activity in other markets across Europe where it is embracing the new TV landscape as audience viewing habits evolve. The enhancements, which will take place across all three markets include:
- Future-proof measurement technology -TNS Baltic will deploy Kantar Media's latest TV measurement technology, phasing out the current Eurometers that have been in use since 1999.
- Larger panels - panel sizes in all three countries will be incrementally increased by up to 25%, starting with an extension to 400 households in Estonia by 1 September 2014.
- Enhanced processing systems - the complex tasks of processing the daily TV ratings data in all markets will be upgraded to Comtel, Kantar Media's internationally recognised processing and panel management tool. Currently used in 25 countries, it ensures the systems meet global quality assurance standards.
These enhancements will ensure the services which have been in place since 1999 (Latvia), 2000 (Lithuania) and 2003 (Estonia) continue to provide the most robust, transparent and credible TV currency for the Baltic markets. Clients including Viasat/MTG, Baltic Media Alliance, and Fox International Channels, as well as the key media agencies in the region will continue to benefit from Kantar Media's global knowledge, gained through its network of 60+ countries.
"We are delighted to announce these bold investment plans," commented Margo Veskimägi, Regional Director, TNS Baltic. "Broadcasters, agencies and advertisers continue to demand the best quality service to understand viewing habits in the Baltics. I am confident that these enhancements will ensure that the TV measurement currencies meet the needs of the TV industry in Lithuania, Latvia and Estonia, both now and in the future."
Keld Nielsen, Global Commercial Director, Kantar Media Audiences commented: "The growing uptake of digital channels amongst broadcasters and consumers continues to demonstrate the health of the TV industry across the world. We are proud to have been partnering with the TV industry in the Baltics since our first electronic panel in 1999 and are confident that these enhancements, which use world-class technology, will ensure ever-robust, comprehensive TV data that assists informed decision making for the region's media industry."
TNS and Kantar Media have already begun to deploy the new technology and processing tools alongside panel expansion plans over the next four years.
About TNS Baltic
TNS operates in the Baltic countries as TNS Emor in Estonia, TNS Latvia in Latvia, and TNS LT in Lithuania. TNS Baltic media audience research is part of the Kantar Media network. TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and stakeholder management, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world's consumers than anyone else and understands individual human behaviours and attitudes across every cultural, economic and political region of the world.
About Kantar Media
Kantar Media provides critical information that helps our clients make better decisions about communications. We enable the world's leading brands, publishers, agencies and industry bodies to navigate and succeed in a rapidly evolving media industry. Our services and data include analysis of paid media opportunities; counsel on brand reputation, corporate management and consumer engagement through owned media; and evaluating consumers' reactions in earned media. As the global house of expertise in media and marketing information, Kantar Media provides clients with a broad range of insights, from audience research, competitive intelligence, vital consumer behaviour and digital insights, marketing and advertising effectiveness to social media monitoring. Our experts currently work with 22,000 companies tracking over 4 million brands in 50 countries.
Kantar Media and TNS are part of Kantar, one of the world's largest insight, information and consultancy groups.
SOURCE Kantar Media